Study doc 1

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Lambton College *

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Marketing

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Apr 3, 2024

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Practice Case Study: Honeylu’s Coffee Case Report Instructions:  This assignment will not be marked and is a practice exercise to familiarize your team with video case analysis expectations  It will be completed IN CLASS in your assigned Case Study Teams  You are tasked with creating a new signature drink for Honeylu that embodies who they are and what they do  Watch the video and carefully review the case notes in your text for important tips and details  Complete all questions after thoughtful discussion in your groups in which all members contribute  Elect a MODERATOR for his first, unmarked activity (review the responsibilities of the MODERATOR in your Team Contract) 1 | P a g e

Discussion Questions: 1. Describe who you feel is the perfect target customer for Honeylu’s new signature drink. You must include specifics about their demographics and psychographics of the target customer. The perfect target customer for Honeylu's new signature drink, Retrievers' Roast Combo, is professionals aged thirty to fifty who are passionate about their pets. Demographically, they encompass a wide range of occupations, including businessmen and housewives, residing in the local community. Psychographically, they value quality and seek experiences that align with their refined tastes and busy lifestyles. With a strong affinity for their pets, they prioritize pet-friendly establishments and appreciate the opportunity to share special moments with their furry companions. Honeylu's café provides them with a welcoming environment where they can enjoy a premium drink for themselves and treat their pets to the Puppuccino Delight, creating lasting memories of indulgence and companionship. 2. How do the values and branding of Honeylu’s Coffee come into play in the creation of your specialty coffee? The "Retrievers' Roast Combo" at Honeylu's Coffee perfectly embodies their values and branding. With a focus on creating a dog-friendly environment and providing a unique experience, the name reflects their commitment to customers and their furry companions. The coffee's exceptional quality, achieved through meticulous bean selection and roasting techniques, showcases Honeylu's dedication to excellence. Moreover, the "Retrievers' Roast Combo" fosters a sense of community and connection among dog lovers, creating opportunities for bonding over a cup of coffee. Honeylu's Coffee combines their values, branding, and commitment to deliver an exceptional specialty coffee experience. 3. What other attributes could be added to the new signature coffee to make it even more appealing to the customer?  Seasonal Variations: Introduce limited-time flavors and special editions that align with the changing seasons. This will create a sense of excitement and encourage customers to try new and unique variations of the signature coffee. 2 | P a g e

For example, flavors or syrups like mint and cinnamon can be added to drinks in summer and winter respectively.  Food Pairings : To enhance the appeal of the new signature coffee, Honeylu's can offer delicious food pairings that perfectly complement its flavors. This can include pastries, cookies, or breakfast items carefully chosen to enhance the overall taste experience and encourage customers to indulge in a delightful combination.  Loyalty Rewards Program: Implement a rewards program that rewards customers for their loyalty and frequent visits. This can include earning points for every purchase of the signature coffee, exclusive discounts, or special perks for members. A loyalty program will not only incentivize repeat business but also foster a sense of appreciation and loyalty among customers. By incorporating these suggestions, Honeylu's can create a more enticing and engaging experience for customers, offering seasonal variety, delectable food pairings, and rewarding loyalty, all of which contribute to an enhanced customer experience and increased satisfaction. 4. Conduct secondary research on specialty coffees (research other companies) and detail what other competitors offer in the specialty coffee market. Is there anything that you would like to also consider for your new drink? Intelligentsia Coffee - Chicago, Illinois:  Known for their commitment to direct trade sourcing, ensuring sustainable relationships with coffee farmers.  Meticulous craftsmanship and innovative brewing techniques result in exceptional coffee offerings.  Renowned for providing customers with memorable coffee experiences. Blue Bottle Coffee - Oakland, California:  Dedication to quality and sustainability, sourcing beans meticulously and utilizing precise brewing methods.  Offers an exceptional coffee experience rooted in their passion for craftsmanship and perfection.  Known for their loyal following and locations across the United States and internationally. As for considering elements for your new drink, you may draw inspiration from these competitors by focusing on direct trade sourcing, emphasizing meticulous craftsmanship in the brewing process, and prioritizing unique flavor profiles. Additionally, incorporating sustainable practices and creating a memorable coffee 3 | P a g e

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experience for customers can further enhance the appeal of your new drink in the specialty coffee market. 4 | P a g e

PRODUCT Product Characteristics Reasoning/Why? ( What strategy went into your answer? This is your chance to apply marketing concepts and show insight.) Name of the New Signature Drink Retrievers' Roast Combo Retrievers' Roast Combo" perfectly captures the essence of our brand as a dog-friendly café that values quality and customer satisfaction. The name reflects our commitment to providing a warm and welcoming environment for both humans as well as dogs, while highlighting the exceptional coffee roasting and brewing techniques we employ. It conveys professionalism, sophistication, and our dedication to serving a memorable experience to our customers be it human or dog. Contents of the drink Instructions : ▫ Brew a strong cup of coffee and adjust the amount of coffee beans and water according to the desired strength of the coffee. ▫ In a separate container, heat or steam the milk of choice until it reaches desired temperature. While using alternative milks like almond or soy milk, ensure they are well frothed. ▫ Add ice cubes to a serving At HoneyLu's, we believe in creating a unique and customizable coffee experience that caters to every individual's taste. Our signature Retriever's Roast Combo is the epitome of simplicity and personalization. It starts with a base of everyday ingredients like coffee beans and milk, but what sets it apart is the opportunity to enhance it with special add-ons tailored to your preferences. From a variety of milk alternatives like Soy, Almond, and Coconut, to the choice of sweeteners and syrups, the possibilities are endless. It's a coffee adventure where you can truly make it your own. But that's not all. We go the extra mile to make sure every 5 | P a g e

glass to chill it. ▫ Pour the brewed coffee over the ice cubes, filling the glass about halfway. ▫ Add the desired amount of hot chocolate powder to the coffee and stir until fully dissolved. Adjust the amount according to your preferred level of chocolate flavor. ▫ Add a splash or two of the selected syrup options to enhance the flavor. ▫ Pour the prepared milk over the coffee and stir gently to combine all the ingredients. ▫ Top the drink with a generous amount of whipped cream for a creamy and indulgent touch. ▫ Drizzle some additional syrup on top for added flavor and visual appeal. ▫ In a dog-friendly bowl, combine the plain yogurt and peanut butter. ▫ Mix the ingredients together member of your family is taken care of, including your furry friends. With every Retriever's Roast Combo, we offer a complimentary Puppuccino Delight for your beloved canine companion. It's our way of celebrating the bond between humans and their four-legged buddies, providing them with a treat crafted with love and care by our skilled baristas. Coffee -  Coffee beans (of your choice)  Milk options: almond milk, soy milk, full cream milk, coconut milk  Ice cubes  Whipped cream  Hot chocolate powder  Sweetener options: white sugar, brown sugar, honey, alternative sweeteners (stevia, agave syrup, etc.)  Syrup options: Honeylu's syrup, lavender syrup, peppermint syrup, simple syrup, vanilla bean syrup Puppy Delight -  Milk (e.g., Unsweetened lactose-free, dog-specific milk alternative)  Dog biscuits (safe and appropriate for your dog's size and dietary needs)  Dog-friendly whipped cream (made with dog-safe ingredients like unsweetened coconut cream) 6 | P a g e

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until well combined and creamy. ▫ Transfer the mixture into a dog-friendly serving cup or container. ▫ Top the Puppuccino Delight with a dog treat or a sprinkle of dog-friendly biscuit crumbs. Other Details of the Drink - Size, - Type of Container, - mode of preparation, - branding, - values- reflection. Coffee- Size - 12/16/20 Oz Container - Disposable coffee cups Reusable coffee tumblers Puppy Delight - Our specialty coffee, the Retriever's Roast Combo, will be available in the same sizes as our other drinks to ensure a seamless transition for our valued customers. In line with our eco-friendly initiatives, we proudly offer recyclable disposable cups for our beverages. However, we are taking it a step further by introducing reusable tumblers. For just $4, customers can purchase a HoneyLu's tumbler that not only reduces waste but also contributes to the overall well- being of our planet. By opting for a reusable tumbler, our customers actively participate in our mission to prioritize environmental health. 7 | P a g e

Size - 4/6 Oz Container - Dog treat containers Branding - General honeylu’s branding for cups. Values reflection - ▫ Quality ▫ Inclusivity ▫ Community and Connection The HoneyLu's tumbler is a sustainable choice, particularly beneficial for our loyal customers. To enhance the personal touch, each tumbler can be customized with the customer's name, fostering a deeper connection between the user and their cup. HoneyLu's is dedicated to quality, inclusivity, and community. We strive to deliver the finest coffee, crafted with care and expertise. Our café is a place where everyone is welcome, fostering a sense of belonging. We believe in creating connections and building a vibrant community. Join us at HoneyLu's for exceptional coffee and a warm, inclusive atmosphere. 8 | P a g e

PRICE List all prices for your drink options. What did you consider when coming up with these prices? How did you decide on these prices/why? Retrievers' Roast Combo - $5.99 - 12 Oz +4 Oz $6.79 - 16 Oz +6 Oz $7.49 - 20 Oz +6 Oz Price Breakdown - (Based on estimates) 12 Oz serving: ▫ Coffee beans: $1.13 ▫ Milk options: $0.60 ▫ Ice cubes: $0.08 ▫ Whipped cream: $0.38 ▫ Hot chocolate powder: $0.53 When determining the prices for the new drink sizes, various factors were considered, including ingredient costs, market analysis, customer perceived value, and desired profitability. Based on the provided ingredient list for the combo, a rough estimate for ingredient costs can be calculated. For market analysis, the prices of comparable drinks offered by HoneyLu’s themselves and other cafes, such as Starbucks and local coffee shops, in the same geographical area were analyzed to ensure competitive pricing. In terms of customer perceived value, a benchmark example like Tim Hortons was considered. By evaluating the prices and customer feedback for similar drinks at Tim Hortons, the perceived value of the Honeylu's new drink sizes could be assessed. 9 | P a g e

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▫ Sweetener options: $0.15 ▫ Syrup options: $0.60 ▫ Total cost for Creamy Mocha Delight: $3.5 Puppy Delight (4 oz serving): ▫ Milk (dog-specific): $0.40 ▫ Dog biscuits: $0.35 ▫ Dog-friendly whipped cream: $0.25 ▫ Total cost for Puppy Delight: $1.00 Profitability = $5.99 - $4.50 -$.50(Charity) Profitability = $1.00 (~18%) * *Note- This is not the final profitability as we do not know of the other costs that the café has and therefore this is the profitability of the combo only. Finally, profitability was a key factor in setting the prices. A target profitability of 15% or more was taken into account, factoring in ingredient costs, operational expenses, and desired profit margins. By considering these factors and conducting a thorough analysis, the prices for the new drink sizes were determined to strike a balance between ingredient costs, market competitiveness, customer value, and profitability. 10 | P a g e

PROMOTION Promotion  What forms will it take  What elements of promotion will you use?  How will you get the word out? Reasoning - Again you must consider the target customer in your answer to why these forms of promotion were chosen.  Doggy-themed Social Media Contest  "Coffee with a Cause" Events  Pet-friendly Meetups The dog-themed online contest was chosen as a promotion method because it resonates with our target audience of dog lovers and coffee enthusiasts. By encouraging customers to share their special moments with our beverages and their furry friends using a unique hashtag, we create a sense of community and generate organic buzz on social media. The contest offers exciting prizes for the most creative or heartwarming entries, incentivizing participation and increasing brand visibility. Overall, this promotion method combines our brand values, social media reach, and customer engagement to create a wag-tastic buzz and spread joy among our customers and their furry companions. By highlighting this promotion method, we aim to attract socially conscious customers who not only appreciate great coffee but also want to make a positive impact on the world. This approach allows us to engage with our customers on a deeper level, fostering a sense of purpose and community. By choosing this promotion method, we not only promote our product but also reinforce our brand identity and strengthen our relationship with our customers, who value meaningful contributions to causes they care about. Choosing pet-friendly meetups as a promotion method for our new combo goes beyond a simple pitch. It reflects our commitment to creating an inclusive and welcoming space for both pet owners and coffee enthusiasts. By organizing these meetups, we provide an opportunity for our customers to directly experience the unique blend of flavors and the joy of sharing the moment with 11 | P a g e

their pets. This promotion method allows us to engage with our target audience in a meaningful way, creating a sense of community and loyalty among pet owners. Additionally, by seeking their feedback during these events, we show our dedication to continuous improvement and shaping our offerings based on their preferences. 12 | P a g e

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